Underscoring its ambitions for the so-called third screen, CBS on Wednesday announced the creation of CBS Mobile as a new division within CBS Interactive. It will be led by Cyriac Roeding, who has
been vice president of the CBS' wireless efforts since 2005, and will focus on expanding the network's mobile operations across CBS Entertainment, Sports and News. CBS also announced the promotion of
Jeff Sellinger to vice president of CBS Mobile, responsible for overseeing the operational aspects of the network's mobile initiatives and reporting to Roeding. Among its mobile ventures to date, CBS
has struck content deals with wireless partners including MediaFlo, a division of Qualcomm, Verizon's V-Cast service, Amp'd Mobile and Cingular. It has also introduced video breaking news alerts for
CBS News and text-message voting for shows including the Emmy Awards, among other mobile plays.